| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font
First page > Show document

Show document Help

Title:VPLIV OGLAŠEVANJA HRANE DOMAČIH ŽIVALI NA NAKUPNE NAVADE LASTNIKOV DOMAČIH ŽIVALI
Authors:ID Pangerc, Maja (Author)
ID Vukovič, Goran (Mentor) More about this mentor... New window
Files:.pdf VS_Pangerc_Maja_2014.pdf (1,80 MB)
MD5: 3F351514A3E87FF82FC7CA5FEBB99F3F
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Po besedah trženjskih strokovnjakov in strokovnjakinj (Vukasović) se trženje tako v teoriji kot v praksi zadnja leta sooča z ogromnimi spremembami. Te spremembe so posledica turbulentnega okolja, ki se mu podjetja želijo v največji meri prilagoditi. Zaradi napredka informacijske tehnologije (internet), globalizacije in soodvisnosti panog je okolje v zadnjih letih razburkano kot že dolgo ne. Najpogostejša definicija oglaševalskih strokovnjakov se glasi: »Oglaševanje je plačana, skozi medij posredovana oblika komunikacije prepoznavnega izvora, oblikovana, da prepriča prejemnika, da nekaj stori, bodisi takoj, bodisi v prihodnosti.« V teoretičnem delu diplomske naloge smo opredelili bistvene pojme, ki definirajo trženje. Kaj trženje sploh je, oglaševanje, kako izvedemo segmentacijo trga, kakšen trženjski splet poznamo, vedenje odjemalcev in podobno. V raziskovalnem delu smo se lotili problema, kako povečati prodajo pasje hrane, ki jo priporočajo strokovnjaki. Zanimalo nas je, ali bi bilo oglaševanje v splošnih medijih prava rešitev. Prišli pa smo do ugotovitev, da oglaševanje pasje hrane, priporočene s strani strokovnjakov, v splošnih medijih ne bi doseglo želenih rezultatov. Kot vidimo iz raziskave, na lastnike psov ne vplivajo in tudi ne bi vplivali oglasi, ampak jim več pomeni mnenje strokovnjaka in izkušnje svojih bližnjih in prijateljev. Zato smo predlagane rešitve oblikovali v individualen marketinški pristop, kjer je bistvo v dialogu med kupcem in ponudnikom, in kjer se ponudnik trudi pridobiti in obdržati zadovoljne kupce. Izvedli smo trženjsko raziskavo, s katero smo pridobili odgovore na raziskovalna vprašanja in s pridobljenimi rezultati oblikovali predlagane rešitve. Priznati moramo, da se nekateri rezultati razlikujejo od predvidenih. Za rešitev smo predlagali izpeljati promocijske akcije, na katerih se osvešča lastnike psov o pomenu zdrave prehrane, hkrati pa bi izvedli še nagradno igro, v kateri bi pridobili kontakte sodelujočih in jim po elektronski pošti posredovali tedenske/mesečne novice, akcije, različne popuste itd. Predlagali smo tudi, da stalne stranke obdržimo s povrnjenim x% bonom, ki ga unovčijo ob naslednjem nakupu. Kupce pa bi pridobili in obdržali tudi z izdajo lastne kinološke revije, v kateri bi si kupci s pravilno izpolnjenim nagradnim kuponom pridobili določen popust.
Keywords:trženje, oglaševanje, tržna raziskava, nakupne navade
Place of publishing:Maribor
Year of publishing:2014
PID:20.500.12556/DKUM-46347 New window
COBISS.SI-ID:7373331 New window
NUK URN:URN:SI:UM:DK:C39WTZPD
Publication date in DKUM:19.11.2014
Views:1826
Downloads:225
Metadata:XML DC-XML DC-RDF
Categories:FOV
:
PANGERC, Maja, 2014, VPLIV OGLAŠEVANJA HRANE DOMAČIH ŽIVALI NA NAKUPNE NAVADE LASTNIKOV DOMAČIH ŽIVALI [online]. Bachelor’s thesis. Maribor. [Accessed 4 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=46347
Copy citation
  
Average score:
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
(0 votes)
Your score:Voting is allowed only for logged in users.
Share:Bookmark and Share


Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Secondary language

Language:English
Title:THE IMPACT OF ADVERTISING PET FOOD ON PURCHASING HABITS OF PET OWNERS
Abstract:In the words experts in the field of marketing (Vukasović), that marketing both in theory and in practise is being confronted with an ever increasing amount of changes over the last couple of years. These changes are the result of the turbulent enviroment in which companies wish to aclimate themselves to. The advancements in communication and information technology (internet), globalization and subservient industries have increased the speed of these changes to the enviroment like never before. The most commen definition given by experts in then field of advertising is that ''Advertisement is paid for through the media as mediated form of communication yet recognizable origin and formulate so that the recipient is incouraged into action ether immediately or some time in the future.'' In theoretical part of this thesis we explanded the basic concepts which define marketing. Such as what is marketing, advertisment, how to segment the market, what kind of marketing mix and the reactions of the customers. In the pratical part of this thesis we delved into the problem of how to increase the sales of the dog food which is recommended by our experts. We were interested whether advertisement through the general media was the right solution. We came to the conclusion that the marketing of the dog food which was recommended by our experts in the general media didn't provide the results that we were expecting. As seen from the research we comducted, that the owners of dogs are not swayed by the advertisment campaign and that any sort of marketing would have little affect, what would mean alot to them are the opinions of experts and people that they know. Because of this we recommend the targeting our advertisment individual approach. Which is basically starting a dialoge between the costumer and supplier so that the supplier can put the effort in to get and then keep their costumers happy. We conducted market research in which the answer to our inquiries were formulated into the improvements. Though some of the results of our research did not confrom to assumptions made before conducting the research. For our solutions we recomenned that ther be a promotional campaign, in which the owners of dogs are informed about the benifits of healthy food for their dogs, at the same time they would take part in a sweepstakes. By doing so we would be able to get their contact information and then send them weekly/monthly news or information about discounts, special sales, etc. We also suggested that repeat buyer should be given X% discount kupons for there next purchuse. Buyers would be also gifted a magazine which would be issued by the producer, in which the buyer with a correctly filled out sweepstake kupon would get additional discounts.
Keywords:marketing, advertising, market research, shopping habits


Comments

Leave comment

You must log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica